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Cereal Makers Offering Healthier Products To Meet Growing Demand

January 1, 2011: 05:40 AM EST

Breakfast cereal manufacturers are responding to government pressure and increased consumer sensitivity to health issues by reformulating product lines to contain less salt and sugar, and more healthy ingredients. One example of the trend is Kellogg’s Special K, which is now promoting healthy benefits from its fiber, protein, and 10 essential nutrients. Governmental scrutiny of health claims is intense in Europe, but industry watchers expect the U.S. to follow suit if the European rules prove effective. In the meantime, cereal companies are getting in step with the times, offering products like Three Sisters Cereal’s hot cereal that is all-natural, contains whole grains, flax seed, real fruit and ALA omega-3 fatty acids. The General Mills cereal Wheaties Fuel boasts of being an excellent source of fiber and 100 percent of the daily value of B vitamins.

William A. Roberts, Jr., "Cereals Target Health and Natural", Prepared Foods Network, January 01, 2011, © BNP Media
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